Fresh insights for a long-time client
InSight Systems is a leading provider of workplace technologies in the government, corporate, healthcare and education sectors.
When InSight Systems came to PIER five years ago, the business had built a solid client base and healthy relationships with clients through dedicated sales and workplace technology teams — but they wanted to expand. InSight Systems invested in a comprehensive marketing audit and strategy with us in 2018 to identify the best way to meet their business objectives. Over the next few years the landscape changed (the pandemic slowed business and caused global stock shortages, for example), so InSight Systems identified an opportunity to grow the business. Its positioning and marketing strategy needed to reflect these changes to support the team to stay on the front foot and keep reaching new audiences. In 2022, we crafted a brand-new marketing strategy for InSight Systems.
PIER has transformed our business and continues to be a key driver to our ongoing success. The partnership we have is one of complete trust, underpinned by PIER's industry leading expertise, positive culture and capability to get things done.
Back in 2018, we created some key building blocks to establish InSight Systems’ brand and position in the marketplace and used these insights (pun intended!) to develop a strategy.
Then, in 2022, we conducted a brand audit and desktop research to map the changed marketing landscape for the workplace technologies sector and ensure that InSight Systems would continue maximising all marketing opportunities. Our research revealed, among other discoveries, that a large portion of people want to continue working from home, which presented a significant opportunity for the business.
Our marketing activity from here utilised every arm of our service offering: design, web and marketing. We refreshed InSight Systems' branding and implemented a new style guide with a clear positioning statement. We launched a new interactive, SEO-optimised and UX-reviewed website that focuses on case studies and engaging, educational resources. We helped develop a suite of new photos and videos to tell the updated brand story, and supported InSight Systems in developing SEO content that would help drive organic traffic to the website.
We also stimulated web traffic through advertising rolled out across Google Search, Google Display, Facebook and LinkedIn. Finally, we updated the content pillars and implemented a 12-month communications plan for social media and e-newsletters (eDMs) to execute content with confidence and clarity. We provide ongoing marketing support through services such as copywriting and coordinating photography and videography.
The outcome
With our direction and strategising, InSight Systems have seen a huge upswing in both audience size and engagement levels. Over the past 12 months, their organic Facebook reach has grown by 222 percent, and Instagram reach by 390 percent. Their LinkedIn following has increased by 38 percent – an especially significant outcome considering LinkedIn is the primary B2B networking platform for InSight Systems. The business’s LinkedIn profile also has an average engagement rate of 6 percent (the average engagement rate for LinkedIn is 0.35 percent, and anything over 2 percent is considered excellent).
The outcome
With our direction and strategising, InSight Systems have seen a huge upswing in both audience size and engagement levels. Over the past 12 months, their organic Facebook reach has grown by 222 percent, and Instagram reach by 390 percent. Their LinkedIn following has increased by 38 percent – an especially significant outcome considering LinkedIn is the primary B2B networking platform for InSight Systems. The business’s LinkedIn profile also has an average engagement rate of 6 percent (the average engagement rate for LinkedIn is 0.35 percent, and anything over 2 percent is considered excellent).
The Facebook advertising campaign we're currently running has a reach of 209,668 and a click-through-rate (CTR) of 2.08 percent (the benchmark is 0.90 percent). Website visitation has increased by 259 percent in the last 12 months, and a whopping 1140 percent since we started working with InSight Systems. The email database has swelled to 14,000 subscribers, and the two most recent e-newsletters have achieved open rates of 72 percent and 77 percent respectively. In addition to these very impressive, tangible results, we're proud of the partnership we have with InSight Systems. We provide ongoing marketing support and direction that aligns with business functions, drives quality leads to the sales team and puts InSight Systems in the perfect position to achieve their business goals.
The Facebook advertising campaign we're currently running has a reach of 209,668 and a click-through-rate (CTR) of 2.08 percent (the benchmark is 0.90 percent). Website visitation has increased by 259 percent in the last 12 months, and a whopping 1140 percent since we started working with InSight Systems. The email database has swelled to 14,000 subscribers, and the two most recent e-newsletters have achieved open rates of 72 percent and 77 percent respectively. In addition to these very impressive, tangible results, we're proud of the partnership we have with InSight Systems. We provide ongoing marketing support and direction that aligns with business functions, drives quality leads to the sales team and puts InSight Systems in the perfect position to achieve their business goals.
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